Launch

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Launch party


The objective of the launch party is to re-launch Wimpy to the public under the new concept “your perfect burger”.  The event will be held at Wimpy’s new flagship store located in central London. The area in front of Wimpy will be roped off as an event area with Jamie Oliver, a famous British chef. He will demonstrate how to order the burgers and then proceed to cook some.

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This is a co-brand strategy, as Jamie Oliver stands for fast, healthy and delicious food; associations which match Wimpy’s positioning. In the event, those who have email invitations will be invited to have their perfect burger for free. Others can enter the event after a short email registration.
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Post Launch


After the launch all of Wimpy’s advertisement will change to corporate ads. The key message is “your perfect burger” can be found at Wimpy. The execution will depict people from all walks of life sharing their perfect burger combination. The same group of people will be used across all mediums for an integrated campaign.